Steam Cafe
This guide is for a whoever will be designing and creating material for Steam Cafe. This webpage documents the visual and communication elements that represent the Coachela Brand Strategy & Identity.
Thank you for choosing Kireina Studios.
Brand Story
Founded in 2008 and located in the Junction, Steam Cafe is at the heart of it's community. A regular pit stop for residents of the neighbourhood, Steam Cafe takes pride in starting it's customers day off with quality coffee and fresh pastries.
Tired of fast food solutions in the area like Tim Hortons and Starbucks, it's founders wanted to create a spot where the community could truly come together. Featuring organic coffee, rustic interiors, and comfy lounges, Steam Cafe was founded on the principle of togetherness. A virtuous mission in an age where it seems as though everything is trying to pull us apart.
Brand Mission Statement
Steam cafe is a grassroots artisanal cafe for a hip and modern audience who want to relax and mingle with their community in an era of hustle and bustle and fast food.
The Logo is the face of your brand and a key element of your brand identity. Consistent use of the logo is essential in building your image and gaining instant recognition.
Logo Mark
A logo mark is an identifying mark or symbol that doesn’t contain the business name. Think of Nike’s swoosh, Snapchat’s ghost, and Apple’s apple.
Logo Type
A logo type refers to words or the name of a business that is designed in a special way. Examples include Netflix, Nintendo and eBay.
Logo Lockup
A logo lockup refers to the position or relationship of the brand’s logo (logo mark)
and its word mark (logo type).
Logo Design
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Logo
Your master logo should be the benchmark for most uses of the logo.
The Master Logo
Alternate Logo
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Icon Logo
Alternate Icon Logo
The Icon Logo
The Icon logo should be reserved for areas where the larger logo couldn't fit or would be too large. Website favicon's, watermarks or merchandising are some examples.
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Logo Clear Space
Logo Clear Space & Minimum Size
Minimum Logo Size
To maintain consistent and aesthetic presentation, the logo should always be presented with an equal clear space around it. Generally referred to as "letting the design breathe."
The Minimum Size is recommended for making sure the logo is flexible for smaller uses, but most importantly, legible across all applications.
Colour Palette
Dutch White
RGB: 244/218/193
CMYK: 3/14/23/0
HEX #F4DAC1
Burlywood
RGB: 225/179/127
CMYK: 11/30/55/0
HEX: #E1B37F
Caput Mortuum
RGB: 82/38/23
CMYK: 42/78/84/60
HEX: #522617
Pizazz
RGB: 248/148/0
CMYK: 0/49/100/0
HEX: #F89400
Medium Turquoise
RGB: 56/202/208
CYMK: 64/0/23/0
HEX: #38CAD0
Rust
RGB: 184/67/15
CYMK: 20/85/100/11
HEX: #B8430F
The brand color palette is listed here for easy access. You can copy and paste any of the color codes to use them on whatever platform necessary. As a guideline, RGB and HEX are used for screen based design such as Photoshop and Canva, while CMYK is used for physical print whether that be for clothing, merchandise or print outs.
We don't recommend having more than 6 brand colors as it can make designs a little too crazy however if you have less than that you will see an empty space on this brand board.
Typography
Typography is a key element of creating a cohesive look and communicating information in a way that reflects the brand aesthetic. Fonts and design are some of the first visual impressions you'll make.
Primary Headline Font
This font should generally be used as the title for your text layouts. Refer to the stylescape for example use cases.
Alternate / Subheader Font
In some cases, an alternate or subheader font can be used to replace the Primary Headline font or as a subtitle. These can range from a thinner weight Primary Headline Font or something else entirely. In most cases use of this category is not common but refer to your stylescape for examples.
Primary Body Font
The Primary Body Font is what will be used for almost all cases of paragraphs or long text blocks. Priority here is communicating the aesthetic while also keeping legibility in mind.
Primary Headline Font
Bebas Neue Bold
Bebas Neue Bold is a free open source font designed by Ryoichi Tsunekawa. It's a popular sans serif font used in many web projects. It's impactful yet elegant nature makes it a great choice for headers to contrast with lighter weight body fonts.
Coming in several weights, it is within the brand to use the regular or thin when appropriate. Consult a designer when deciding when to use the book, light, or thin weight of Bebas Neue.
Alternate/
Subheader Font
Primary
Body Font
Bebas Neue Regular
Bebas Neue Regular compliments the bold weight perfectly for use as a subheader under this Primary Headline Font. It should be used very sparingly, when they is a subtitle to the header that isn't a body of text.
Coming in several weights, it is within the brand to use the regular or thin when appropriate. Consult a designer when deciding when to use the book, light, or thin weight of Bebas Neue.
Old Newspaper Types
With the brand themes playing into the age old tradition of coffee and a newspaper, Old Newspaper Types fits the bill perfectly for a body font.
Clearly inspired by the typewriter, this font is still legible while evoking a rustic, nostalgic and old timey feel.
Photography is a critical tool for all brand applications, as images are large points on contact for your audience to understand and relate to your brand. A range of different photographic approaches under the umbrella of the brand's aesthetic and identity bring it all together to convey a rich brand image and underlying message.
Image Themes
These themes are used as a guideline for the general subject matter than should be used in your brand imagery. While experimenting and variability can be welcome, it's generally advised to stay within the genre of your photography themes and brand.
Photography
Coffee & Plants
A natural choice for a cafe, pictures of artisanal coffee is a given for this brand. Adding organic elements around that such as plants further communicate the grassroots aesthetic that Steam Cafe wants to capture.
Modern & Hip
While Steam Cafe may not be exclusive to the young and trendy, this is a modern aesthetic that is appreciated by all age groups. Our primary audience in the area around the cafe that we want to capture falls in the indie millennial category so inviting that vibe will be paramount to getting their attention and patronage.
Rustic & Cafes
Being a physical location, most of our location based imagery will come from the cafe itself however using other rustic and "chill cafe" imagery is viable. The rustic cafe aesthetic sets a nice background for our other imagery based around the artisanal coffees and hipster clientele.
Patterns & Elements
Stylescape
The Stylescape serves two important purposes for your brand, and the brand discovery process. The first function used during our process is to be used as a proposal of the brand aesthetic for you to approve and if you're here then that's done!
The second is as a reference for yourself or other designers to use when creating new material for the brand. By using the stylescape as a design inspiration you will have an easier time not only replicating designs but also creating new ones. A key thing to ask yourself when producing new materials is "Would this fit in my stylescape?" If you can take a new design and put it in or next to your stylescape and it fits then it is on-brand. If your new design does not flow or compliment/match the aesthetic of the brand stylescape and would not look good in or next to it then you should revise it.
Use your stylescape as a benchmark for your upcoming creative work to keep all your designs consistent and on-brand.
Mock-ups
In-Action
Themed patterns and elements can be a colorful way to add a little extra something something to a brand. If your brand doesn't have one and this section is empty don't fret! Not all brands use or need extra elements like these. In many brands, extra assets are added in different more effective ways for the way that brand wants to communicate to its audience.
